Pfizer and J. Walter Thompson for Lyrica capsules CV
Step On Up
Uncontrolled diabetes can damage nerves, resulting in a condition called painful diabetic peripheral neuropathy (pDPN). A greater proportion of African-American patients suffer from severe symptoms than the general population. This campaign aimed to educate African-American diabetes patients age 50 and older about the condition and motivate them to talk to their doctors.
Cedric the Entertainer, whose father had pDPN, served as spokesperson. Campaign elements included PSAs, PR, event sponsorships, Facebook and display banners, and unbranded TV spots.
Four months post-launch, target audience awareness of diabetic nerve pain jumped 13%. Overall, ad awareness averaged more than 50%. Other results included TV spot viewers being four times more likely to talk to their HCP about pDPN and a 7% increase in diagnosis of diabetic nerve pain in African-Americans.
Judges felt the campaign was an interesting take on a hard condition.
L.A. Care and Maricich Health
myCME/Haymarket Medical Education for IMPACT
on Health Disparities in HIV Prevention
Sequenced Learning Initiative
Pfizer and FCB Health for Eucrisa
Almost Everybody, Almost Everywhere
Pfizer and J. Walter Thompson
for Lyrica capsules CV
Step On Up
Santa Clara Valley Medical Center and Maricich Health
Note: Scoring of entries is made solely at the discretion of the jurors, and they decided to withhold Gold in this category.